BRAND & PERFORMANCE UNITE! Upstart’s Chantelle Rapport on Merging Creativity, Data & Every Customer Touchpoint : 7

In this episode of Beyond the Billboard, hosts Charlie Riley and Greg Wise welcome Chantelle Rapport, CMO and EVP of Growth at Upstart, to discuss the evolving landscape of brand and performance marketing. They explore how brand extends beyond marketing campaigns to encompass every customer touchpoint, why the separation between brand and performance is artificial, and strategies for measuring long-term brand investments.Best Moments:(00:50) Introduction to Upstart, an AI marketplace connecting borrowers with lenders(02:28) Chantelle’s belief that brand and performance marketing are interrelated, not separate(04:50) Internal marketing’s role in brand building across the entire organization(07:44) Navigating conversations with CFOs about investing in brand marketing(12:48) The scrutiny marketers face compared to other business functions(16:42) How consumer behavior is changing, leading to digital marketing fatigue(20:40) The impact of AI on search and consumer research behaviors(23:44) The resurgence of creativity in marketing and its importance in brand building(25:09) How AI and data will enhance traditional creative marketing approachesGuest BioChantelle Rapport is the Chief Marketing Officer and EVP of Growth at Upstart, an AI-powered lending platform that uses over 1,500 variables in its underwriting process to expand access to credit. With a self-described “nontraditional” marketing background that gives her a more analytical perspective, Chantelle oversees brand marketing, performance marketing, creative, and growth product at Upstart. She believes in taking a holistic approach to brand building that spans every customer touchpoint and experience.Low-Tech, High-Impact Account-Based MarketingIf you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.